Celebrity Endorsements Aren't Worth It

A new study has found companies are better off lighting their money on fire than paying a celebrity to endorse their product.

Adage studied every televised ad that aired in the first 11 months of 2010 and discovered celebrity ads either performed below or equaled the average lift.

Why?

There’s a lot of reasons, but the most entertaining factoid was this: “the data show that relevance and information attributes were key missing ingredients from most celebrity ads”.

Go figure.

The study also mentioned celebrities who bring in big bucks at the box office doesn’t mean they’ll do the same for business.

We’re pretty sure companies could care less about these findings, but it’s inneresting.